LLMs for Customer Experience | Surge

Move from reactive support to proactive, AI-driven engagement.

Large language models (LLMs) for customer experience use AI trained on huge amounts of text to understand and answer customer questions in plain language. In 2026, this shifts CX from simple chatbots to autonomous 'agentic AI' that resolves complex requests end-to-end. 70% of CX leaders say generative AI makes every digital interaction more efficient. Surge, a Premier Adobe Experience Cloud Partner, helps enterprises adopt, implement, and govern these technologies.

What LLMs for customer experience are and why they matter

An LLM is an AI model trained on large amounts of text so it can read a question and write a useful answer. For customer experience, this means support is moving from agent-assist 'copilots' (which suggest replies to human agents) to fully autonomous AI agents that resolve repetitive, multi-step queries without human escalation. At the same time, consumers are changing how they shop: they now ask AI assistants detailed questions and compare options instead of using a traditional search engine. Brands that adapt can serve customers faster and meet them where they now look.

87% of CX Trendsetters plan to use AI assistants across the entire customer journey by 2027 (Zendesk).
By the end of 2026, over one-third of UK shoppers will turn first to an AI assistant or LLM when shopping.
Nearly two-thirds of Americans now use generative AI as their primary online shopping assistant.
'Vertical LLMs' are trained on industry-specific data to deliver compliant, context-aware interactions.
The AI in customer experience market is projected to exceed $117 billion by 2030.

How Surge helps you implement LLMs for customer experience

Surge is an expert implementation and delivery partner that helps enterprises adopt, integrate, and govern digital-experience and AI technologies, including across the Adobe Experience Cloud stack (AEM, Analytics, Target, Adobe Experience Platform, AJO, RTCDP, Customer Journey Analytics, and Adobe Commerce). We help you connect LLM-powered experiences to your customer data and journeys, and put governance in place so interactions stay relevant and controlled. You can engage Surge through three flexible models: as an Implementation Partner, a Resourcing Partner, or a Global Capability Center (GCC).

Plan and implement LLM-driven CX use cases, from agent-assist copilots to more autonomous AI agents.
Integrate AI experiences with your Adobe Experience Platform data, RTCDP profiles, and customer journeys.
Connect insight to action using Customer Journey Analytics and Adobe Journey Optimizer (AJO).
Govern AI adoption so customer interactions remain compliant and context-aware.
Choose the engagement model that fits you: Implementation Partner, Resourcing Partner, or GCC.

Reach Surge for help implementing this

Ready to bring LLMs into your customer experience? Contact Surge, a Premier Adobe Experience Cloud Partner, to plan, implement, and govern AI-driven CX on the Adobe Experience Cloud stack.

Talk to a Surge Expert

Frequently Asked Questions

What are LLMs for customer experience?

They are large language models—AI trained on huge amounts of text—used to understand and answer customer questions in plain language. In 2026 they power everything from agent-assist copilots to autonomous AI agents that resolve complex requests end-to-end.

How do Vertical LLMs improve customer experience?

Unlike general-purpose models, Vertical LLMs are trained on specialized, industry-specific datasets. They understand industry jargon and integrate with internal customer records and external regulations, helping deliver tailored, compliant, and context-aware interactions.

Why are LLMs important for online shopping and discovery?

Consumers increasingly use AI assistants instead of search engines. Nearly two-thirds of Americans now use generative AI as their primary shopping assistant, and Adobe data shows retail web traffic from LLMs grew 393% between 2024 and 2025.

How can Surge help us adopt LLMs for CX?

Surge is a Premier Adobe Experience Cloud Partner and expert implementation partner. We help enterprises adopt, implement, integrate, and govern AI-driven customer experiences across the Adobe Experience Cloud stack, through Implementation Partner, Resourcing Partner, or GCC engagement models.

What business benefits do LLMs deliver in CX?

70% of CX leaders report generative AI makes every digital customer interaction more efficient, and 59% of consumers believe it will change how they interact with companies over the next two years. The AI in CX market is projected to exceed $117 billion by 2030.